FremantleMedia Archive And Deutsche Telekom Present 'Life Is For Sharing'

FremantleMedia Archive, part of FremantleMedia Enterprises (FME), has announced the signing of a groundbreaking deal with German telecommunication provider Deutsche Telekom, which will see footage of the international reality TV singing sensation, Paul Potts, used in a domestic online, TV and cinema advertising campaign.
The memorable UK clip of the mobile phone salesman, in his first ever audition for hit ITV1 show 'Britain's Got Talent' in 2007, will appear in a television, cinema and online advertisement promoting Deutsche Telekom services (i.e. T-Mobile, T-Home) in a creatively made image campaign which is airing currently in Germany.
The FremantleMedia Archive houses over 100,000 hours of the most extensive collection of TV and Film programming. Amongst these screen gems is the selected clip, which was an exceptionally rare, and captivating viewer experience. Proof of the level of engagement it achieved is evident in the viewing stats from YouTube where the clip was viewed 26.7 million times internationally.
Deutsche Telekom who worked with ad agency Tribal DDB and Special Key who acted as rights clearance partner for this unique campaign, were looking for a segment of historic film footage that represented the Deutsche Telekom brand promise of direct references to real life with genuine twists of fate while evoking sincere human emotions. The FM Archive clip was a perfect fit.
Gordon Craig, Head of Archive Sales at FME commented: "The Paul Potts clip is just one of our many historic moments in television dating back nearly 40 years and was a great example of Telekoms' vision. The Archive contains a myriad of rarely seen photographs and exclusive footage which today can be licensed and utilised across many platforms - not originally possible - enhancing a brand's awareness and positioning in today's marketplace."
Commented Sven Zander of Special Key: "Deutsche Telekom's ad agency Tribal DDB felt the rags-to-riches story of Paul Motts, a mobile phone salesman who realised his dreams, coupled with the irony of him going on to star in a Telekom advertising campaign, was too good an opportunity to miss.
FremantleMedia Enterprises was chosen for its innovative approach in TV programming, together with its unsurpassed expertise in taking brands into the international marketplace. The clip of Paul Potts' rendition of the heart-warming soundtrack "Nessun Dorma" captures the complete essence of the Life Is For Sharing campaign."
The FremantleMedia Archive is one of the world's greatest and most diverse television and film libraries, comprising footage and still images from Thames Television, Grundy and talkback Thames libraries dating back to 1968. It offers unlimited ways for content users to exploit the extensive catalogue beyond the conventional editorial television, both in the UK and internationally.
Further information is available at: www.fremantlearchivesales.com.
(KMcA/JM)